Starting and Building a Business

it's how I've built mine

mostly pounding the pavement in the beginning for commercial work and handing out flyers.........literally

some advertising the first year and voila

referrals and repeats started to happen

 

 

Mr. Steramer:  I don't believe there is any one book that will work for everyone.  Everyone in large areas and medium and small areas have different challanges.  Most marketing manuals are for large populations much of what does not work in every area.  The thing is in this day of internet and available resources I wish this had been around twenty years ago.  I still think hard work, dedication, commitment abd sacriface are still needed to get things roiling.

Clean the carpet like it was your own.

Pay special attention to the spots that need extra attention.

Follow up with the client to be sure all is well.

Make sure the cleaner is clean.

Make sure the equipment is clean.

Underpromise and overdeliver.

Remember everything you tell a client before the job is a reason, and everything you tell the client at the end is an excuse.

I would also like to think that:

They learn to market themselves and their business properly.

They also have an efficient accounting system in place that they refer to regularly. (As above).

They fully comply with all regulations, including insurance, and are kept up to date with all changes to such regulations.

They are fully trained and competent to do the work they undertake.

They find a niche market and target that market.

Shorty.

Good topic Mr. Steamer,

I would like to elaborate on some of the points that have been brought up.  Most of us do not have the capital to mass market advertise (throw the playdough up against the wall and see which sticks).  This usually brings the lowest common denominator customer who focuses too much on price.

WRITING DOWN a marketing plan and modifying it as you progress is essential.  Focussing on niche market(s) is also a must.  You can't be all things to everyone.  By doing this you emphasize "specialists in ......." in your marketing.

Have business cards and a 30 second infomercial explaining what you do when you meet people.  Give them your card (write a small incentive on there ie. 5% off) and ask for theirs as well.

Charge a professional rate.  By charging a professional rate you can spend time and do the job properly without feeling bitter towards the customer.  When it comes time to hire an employee if you choose to go that route, you have enough markup to make everyone happy.  This way you can trust your employee is not rushing to do the job or pressuring the client to purchase this and that service.  It is ok to upsell.  I'm just against the pressure sales.  Not good for your business or the industry in the long run.

Many clients ask me "are you sure this is your price because I had ...... in last year and they ended up charging me ......".  I always say that if they are being truthful about the condition of the carpets, then I am being truthful about my price.  If you get there and things are not as they seem, straighten everything out BEFORE you start the job.     

Being able to communicate and educate the customer on carpet fibre, dry times, carpet care (ie. importance of regular vaccuuming), cleaning method, frequency of cleaning, etc is vital.  This is what sets you apart from Mr. Discount carpet cleaner. 

Spend a few minutes to engage in small talk with the customer and also find out what areas they would like you to pay special attention to.

Lee made a good point uderpromise and overdeliver.  I like to do a walkthrough with the customer and point out EVERYTHING.  What each spot is, what will be used on it, what are the chances of getting it out, the condition of traffic areas and what to expect etc.  It takes a little bit extra time but it allows you to build repoire with the client, set their expectations and distinguish yourself as a professional. 

Have a company shirt with logo and proper pants (IMHO not jeans).

In terms of capital needed Mr. Steamer, that all depends on what your niche market is, what equipment you are going to use, how much you will spend on advertising, vehicle, and what your CREDIT is like.  For instance if you want to focus on residential and some commercial to start then you can get a 400 psi portable or a small truckmount and a half decent portable.  The cost variation can be extreme as we all know: from $1000 to $3000 for a portable and from $4,000 to $50,000 for a truckmount. 

Tough question, I'll try and tackle it when I have some more time. 

A beginner should have more $$ than I did starting out ...I was quite broke my first year

kinda depends on what equipment you start off with and whether it's paid for

I like to have at least $2000 sitting in case of break downs etc.

approx $500 kickin around for chems

and a good sized pile for advertising (not sure how much,I don't advertise alot)

but 5 grand after startup costs you should do o.k. but more is always better.